SOUTHFIELD – R. L. Polk & Co. has developed a solution for automotive manufacturers and dealers to help them identify and target consumers eligible for the recently signed Consumer Assistance to Recycle and Save program,
dubbed Cash for Clunkers. The government initiative allocates $1 billion in
funding to encourage consumers to replace older, less fuel efficient
vehicles with new fuel efficient ones. The program started July 1 and
runs through November 1.
Polk’s new custom solution is a predictive model created by taking into
account a vehicle’s age, category, current market value and EPA combined
fuel economy. It enables focused targeting of consumers most likely to
qualify for the Cash for Clunkers program.
“Polk has followed the Cash for Clunkers concept since it was
introduced and has created a robust resource to help our customers target
qualifying households that may benefit from this government program.
Ultimately, it’s about selling new vehicles,” said Lonnie Miller, director
of industry analysis at Polk. “We forecast that the U.S. will see roughly
200,000 additional sales this year due to the Cash for Clunkers program.”
The information provided by this new offering will be helpful to auto
manufacturers, dealers, advertising agencies and others when determining
campaigns and marketing strategies targeting consumer households with
vehicles that are likely to qualify for the voucher.
This solution is currently available within Polk’s Transportation List
Access System (TLAS) to Polk customers allowing them to build sophisticated
marketing solutions quickly with great flexibility. Additional information
on this solution is available by clicking on Polk.Com
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